Connotative Meaning Semiotics analysis on AXE CHOCOLATE MONTH edition, “ MAKE

52 chocolate leftover informs that this beautiful woman also want to a chocolate doll or want to be melted by a man who uses this product AXE chocolate monthC 2 . And also, this product states that it is for consumers especially a man which is represented by a doll in the question, who wants to make a woman to be melted powerless?. This image describes the man power to make a woman to be powerless which is described a face tilted, a chocolate leftover, and half mouth opened, and with emphasizing context in this image, the word “melt”, chocolate leftover on her lips concludes that this beautiful woman looks she really needs the chocolate in body doll. This word is offered by the arrangement of the sentence that she is melting like chocolateC 2 . The other element is her staring eyes. It explains that her eyes are talking to consumers in the offering word, “I want a chocolate, who has chocolate and who wants its chocolate to be in my lips”. It may be interpreted that a consumer, which is represented by a doll, could get a “position” as what a woman needs. This advertisement gives a chance position to a consumer to get as what a woman needs. For example if a man has a chance position power to manipulate a woman which is in this context as sexual objectC 2 . The setting and background also support the connotative process. In this image, it happens in a room. A chocolate wall, a chocolate doll, chocolate leftover on her lips and her staring eyes said that “come on; let’s 53 get melted together, let’s to be full of chocolate”. It is the strategy of AXE advertisement to persuade consumers, “You should be a doll” and it will be what a beautiful woman wants. In addition, the taken photo with close up indicates that what woman feel facial expression may be close to consumers. Facial expression is signed a woman need the chocolateC 2 . Then, how about the written web address? It explains that this image, a representation image of AXE perfume product which is advertised. The web address also asks consumers to visit this web address as information only or formal legitimating of a company. AXE Company gives a web address to continue about who gives the word “melt”. The consumers would interpret that AXE Company produces AXE perfume product to give what consumers want about a beautiful woman wants in chocolateC 2 . This is really smart strategy of AXE advertisement, giving symbol sign or sign values upon products to persuade consumers. If the connotation process stays for long time, it will be myth. It is going to announce that only by consuming or buying AXE perfume; the consumers will get something touched by a beautiful woman or get power as myth to manipulate the powerless myth. For example, offering interested order for a man that a woman would be sexual object as represented by the context of chocolate leftover and the tagline placed. To send a message to be a same perception, audiences consumers have to interpret as the same code, said Barthes. The code in this image is hermeneutic, narrativeproairetic, and cultural codes. 54 Hermeneutic code is signed in the chocolate leftover on the woman lips. It is brought to look for the hidden answer. This code points that the chocolate leftover is caused by a doll, the representation of a man which is full of chocolate in his body. Narrative code contains the story that consumers who want to have power that would be touched by a beautiful woman should buy or spray a product AXE perfume chocolate month. The consumers will make a beautiful women melt; this is the point code of this image. There is something happen with the chocolate leftover on woman lips. Cult ural code is about “chocolate”. Chocolate is recognized as sweet, usually brown, food made from cacao seeds that is usually sold in supermarket. A company uses this definition and manipulates the something sweet to be transformed to the AXE perfume product. So, a company gives this edition to be AXE chocolate month. It seems that consumers who buy this product will get two types, what woman lips are and what something sweet from cacao seeds. 55

3. Semiotics analysis on AXE VICE WITH FORBIDDEN FRUITS edition,

“TURNS NICE GIRLS NAUGHTY”.

a. Denotative Meaning

Image 3 In this advertisement, the very dominant signifierE 1 is a woman with long hair and half body. Her body’s position stands to left side, but her face and eyes are still facing and staring the audiences. Her hair looks untidy, even though it is being tied. And turning to the right side, it shows AXE product, AXE VICE WITH FORBIDDEN FRUITS. Then the advertisement tagline is written “TURNS NICE GIRLS NAUGHT”. The setting of this image is in a room with the same color, woman clothe and background color. And the signifier of the taken picture is close up. Those 56 are in the level of denotative. This then is going to be interpreted to the level of the extension of signifiedC 2 connotative. Before this image is interpreted as the extension of signified connotative, the writer wants to explain a short story about forbidden fruits because it is related to the connotative meaning religion, ideology and so on. Based on Holy Al Qur’an which are at Al Baqarah 35-36, Al A’raaf 19-22, and Thaha 120-121, forbidden fruit is a story about Adam and Eve who eat the forbidden fruit; however the forbidden fruit is forbidden by God. God has warned Adam and Eve not to eat the forbidden fruit. At the first time, they obey the God rules, but the persuading of Evil controls its rule, Evil asks Adam and Eve to break the rule and eat the forbidden fruit. The setting story is in the heaven. And finally, forbidden fruit rule makes Adam and Eve get out of the Heaven. b . Connotative Meaning An AXE Company creates this advertisement image to copy the story about Adam and Eve. A company makes AXE perfume edition name as same as the story. The AXE perfume product is AXE Vice with forbidden fruit. This story is manipulated by a company; the forbidden fruit now is in AXE perfume product as the context image aboveC 2 . The dominant point is about AXE Vice with forbidden fruit object. An AXE Company creates the second story of forbidden fruits. It seems 57 bringing back consumers to remember again, “Adam and Eve forbid eating the forbidden fruits, if they do; they will get out of Heaven”. This signifiedC 2 is strengthene d by the written tagline “TURNS NICE GIRLS NAUGHTY”. The second story will give the statement that this AXE Vice with forbidden fruit, as like what Adam and Eve story, turns nice girls naughty. In other hand, the arrangement of sentences, AXE Vice with forbidden fruits TURNS NICE GIRLS NAUGHTY is clearly about the second story about Adam and Eve which is manipulated by An AXE Company. For detail, the consumers will assume the subject position is AXE Vice with forbidden fruit and the object position is Girls. The Girls in this question is plural noun; so a woman who is beside the AXE product and the tagline is not the object position of girls. It is just the representation of womenC 2 . In this context, the girls which is intended by an AXE Company is consumers especially consumer girl. If the intention is girl consumers, the company focuses on the boy consumers. The company tries consumers to remember about Adam and Eve storyC 2 . The turning point of an AXE company is about why does God forbid eating the forbidden fruits? This question needs the answer as what Adam and Eve do. Now the situation which is controlled by An AXE Company which represents the second story of forbidden fruits seems like the AXE Company now is being to be God. This company creates forbidden fruit